How BP's Oil Spill Will Create a Gusher of Money for P&G's Dishwashing Liquid

"Years ago, somewhere within P&G’s massive organization, someone spent a considerable amount of time persuading the FWS that Dawn was the only product safe enough to be used on oil-damaged birds," BNet reports. "And now that effort is about to pay off in spades. Managers take note: It’s not always the big picture, single-focus moves that pay the most dividends in marketing. Sometimes the little details are winners too. There have so far been at least 209 media mentions of Dawn in relation to the oil spill — so the return on investment is already kicking in."